CONNECTING
with
Boomers,Gen X
and
Millennials:
5 Rules to Know
Find out if the much-reported cliches hold true, what qualities
resonate and which emotional triggers get a response when
communicating your brand across different age groups.
BY DENISE PURCELL
M
uch energy has gone into trying to define and understand the
different generations and their preferences, and translating that
knowledge into creating loyal customers. While the distinctions
can be murky, one thing is clear: reaching these customers with the right message is complex.
"It's harder than it used to be to reach any of the generations," says Jane Buckingham,
founder and president of consumer insights firm Trendera, and an expert on marketing to
people of different generations. "Our attention is fractured, and ways we get information is
fractured. Brands need to be in more places than they used to be."
20
❘ SPECIALTY FOOD MAGAZINE
specialtyfood.com
GENERATION
DATES
SILENT: 1927Ð1945
BABY BOOMERS: 1946Ð1964
GENERATION X: 1965Ð1980
MILLENNIALS: 1981Ð2000
*Actual date ranges vary by source.
